Digital signage, also the topic of an upcoming ITU-T Technology Watch Report, is defined as a, “network of digital displays that are centrally managed and addressable for targeted information, entertainment, merchandising and advertisement.” User interaction can trigger content adaption, and the level of this interaction will develop alongside location information and environmental sensor technology.

The workshop will provide a comprehensive introduction to digital signage technology, how it is currently being applied, and how it is likely to expand in the future. Particular emphasis will be placed on how standards are to play a key role in ensuring this technology meets its potential.

The proprietary nature of current digital signage solutions restricts the integration of applications across different networks or vendors.

Interoperable standards are thus crucial to the development of this industry. The great value it will unlock for its providers and users can only be achieved through the expansion of large-scale digital signage networks, and standardization is the means to ensure this expansion occurs as cost-effectively and as rapidly as possible.

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